Lotame Extends Audience Targeting to TV

US-based cross-screen data management platform (DMP) provider Lotame has expanded its audience targeting capabilities to include broadcast television. Andy MonfriedThe firm's DMP helps clients harness audience data to improve marketing and other business decisions - including the identification of most valuable customers, and targeting of prospects with similar profiles. Its new TV DMP connects digital audience data to local broadcast television, to enable behavioural targeting of ads on TV. The firm says local stations can now use online behavioral data to identify when prospective advertisers' key audiences are watching during particular days or times. After a television ad has run, Lotame provides an assessment of performance against the target audience, to give advertisers more information about household viewing. Lotame maintains relationships with TV manufacturers to integrate anonymous viewership data across all 210 Designated Market Areas (DMAs), from almost fifteen million connected televisions.